Meet the New Standards

It’s official. The Interactive Advertising Bureau completed its industry guidelines for online video ads. You can read the actual document here (PDF format).

The highlights:

-- Overlay ads should run 5-15 seconds without audio until the viewer opts in.
-- Pre-, mid-, and post-roll ads should not exceed 30 seconds.

These practices have pretty much been in place already; the IAB has simply formalized these unwritten rules. But as paidContent points out, the industry still needs clarification on the best way to measure impressions and other metrics. Still, it’s a start.